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22 immutable laws of branding

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Author - Al Ries & Laura Ries

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Introduction <ul><li>Most products and services are bought, not sold. </li></ul><ul><li>Branding is a more efficient way to sell things </li></ul><ul><li>It creates a perception of being the best in the market </li></ul>

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Law Of Expansion <ul><li>Keep a narrow line to build a brand in the mind of the consumers and increase sales in future </li></ul><ul><li>To build a powerful brand in the mind of the consumer you need to contract your brand and not expand it </li></ul><ul><li>Expanding the brand will diminish your power and weaken the image. </li></ul>

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Law Of Contraction <ul><li>Brand becomes stronger when you narrow your focus </li></ul><ul><li>Ultimate objective of any branding program should be to dominate the category </li></ul><ul><li>Dominating a category makes a brand very powerful </li></ul>

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Law Of Publicity <ul><li>The media wants to talk about what’s new, what’s first, what’s hot and not what’s better </li></ul><ul><li>Brand strategies should be developed first from a publicity point of view </li></ul>

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Law of Advertising <ul><li>Publicity is a powerful tool but after sometime a brand outlives its publicity potential </li></ul><ul><li>Advertising budget is like an insurance that will protect the brand against the looses caused by the competitive attacks </li></ul><ul><li>Brands have to advertise to defend it position and maintain leadership among the competitors </li></ul>

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Law of Word <ul><li>Branding efforts should focus on owning a strong name in the prospect’s mind </li></ul><ul><li>Once a brand owns a word its almost impossible for a competitor to take the word away from the brand </li></ul>

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Law of Credentials <ul><li>Credentials are the collateral that guarantees the performance of the brand </li></ul><ul><li>If your brand has the right credentials, your prospect is likely to believe almost anything you say about your brand </li></ul><ul><li>Leadership is the direct way to establish the credentials of the brand </li></ul>

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Law of Quality <ul><li>If you want to build a powerful brand , you must build a powerful perception of the quality in the mind of the consumers </li></ul><ul><li>Become a specialist than a generalist </li></ul><ul><li>A specialist is generally perceived to know more ,therefore have higher quality than a generalist </li></ul>

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Law of Category <ul><li>Launch a brand that creates a perception of being the first , the leader , pioneer / original </li></ul><ul><li>Promote the new category, make the brand name stand for the category </li></ul><ul><li>Expand the category by promoting the benefits of the category, not the brand </li></ul>

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Law of Name <ul><li>In a short term brand needs a unique idea or concept to survive. Needs to own a word in the minds of the consumers. </li></ul><ul><li>What really counts is the product itself and the benefits that it provides the prospect </li></ul>

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Law of Fellowship <ul><li>In order to build the category , brands should welcome healthy competition </li></ul><ul><li>It brings more customers into the category </li></ul>

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Law of Generic <ul><li>Find regular word take, out of context and connote the primary attribute of your brand. </li></ul>

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Law Of Company <ul><li>Brand name should take precedence over company names </li></ul><ul><li>If company name is used as a brand name customers see these names as brands </li></ul><ul><li>Brand should be focus of attention, use the company name in a decidedly secondary way </li></ul>

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Law of Sub-brands <ul><li>The essence of the brand attribute you can own in the mind, sub brand takes the brand in the opposite direction </li></ul><ul><li>What a manufacturer see as a mega brand, the consumer sees as a brand </li></ul>

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Law of Siblings <ul><li>A family of brands should be developed that will assure company’s control of a market for many decades </li></ul><ul><li>The key to this approach is to make each sibling have unique individual brand identity </li></ul><ul><li>Sibling strategy can be used to dominate the category over the long term </li></ul>

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Law of Shape <ul><li>A horizontal shape will provide the maximum impact for your logo </li></ul>Law of Colour <ul><li>Red is a retail colour used to attract attention. </li></ul><ul><li>Blue is the corporate colour used to communicate stability </li></ul><ul><li>Select a colour that is opposite of your major competitors </li></ul>

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Law of Borders <ul><li>A brand should have no borders </li></ul><ul><li>The consumer value the brand based on their origin </li></ul><ul><li>Law of Consistency </li></ul><ul><li>Brands should not change their essential characteristics </li></ul><ul><li>Markets may change but brands shouldn’t </li></ul><ul><li>Limitations combined with consistency is what builds a brand </li></ul>

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Law of Change <ul><li>Brand can be changed , but only infrequently and carefully </li></ul><ul><li>If you want to change your brand first look into the minds of the consumer </li></ul><ul><li>Law of Mortality </li></ul><ul><li>No brand will live forever. Euthanasia is often the best solution </li></ul><ul><li>Understand the nature of the brand and let the old brand have a natural death </li></ul>

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<ul><li>Conclusion </li></ul><ul><li>Brands should not blindly follow the trends , </li></ul><ul><li>instead understand how to build , strengthen and maintain the brand </li></ul>